Noz Urbina
Principal Consultant at Urbina ConsultingNoz Urbina is a globally recognised leader in the field of content strategy and user experience. He’s known as a pioneer in audience journey mapping and adaptive content modelling for delivering personalised, omnichannel experiences.
Noz is co-founder and Program Director of the OmnichannelX.digital podcast and knowledge hub. He is also co-author of the book “Content Strategy: Connecting the dots between business, brand, and benefits”, and lecturer in the Master’s Programme in content strategy at the University of Applied Sciences, Graz.
In 2013 he founded Urbina Consulting, whose international team works with the world’s largest organisations and complex AI, UX, and content challenges. They assist brands developing or improving their content strategies, doing user research, managing tool selections, delivering training, and guiding implementations. Past clients include Pfizer, Moderna, Microsoft, IKEA, Eli Lilly, Mastercard, Barclays Bank, National Geographic Society, and many more.
Content Design and AI
Delivering optimal content experiences is hard, especially with for multiple audience segments or channels. Regardless of the technology at your disposal – whether it’s advanced AI or other tools – success depends on how you plan, ideate, and measure the audience journey.
In this session we'll go over an easy-to-implement method that uses the power of generative AI to accelerate and democratise traditional persona and content requirements work, developed over years through our work with clients of multiple sizes and in in multiple industries.
Topics that will be covered:
- Learn how to use the major AI tools (ChatGPT, Claude, Gemini) without knowing needing a technical background
- Configure the tools to be useful assistants instead of generic chatbots
- Build easy-to-use AI workflows and custom templates for your specific output types and preferences
Types of exercises participants will take part in:
- Configuring a custom project or chatbot for UX work
- Building and extending custom chatbot skills
- Configuring output formats and structuring chatbot reference files
Any requirements for attending:
- Laptop
- Strongly recommended to get a ChatGPT, Claude, or Gemini Pro license
- Ability to access Google Documents and Miro boards
Content Modelling for Scalable Reuse
Content is frequently copied or recreated for every channel, every campaign, every product update. It's inefficient, and often worse for users and brands.
This session introduces content modelling for omnichannel reuse. This is the practice of designing content as structured, modular components that can be assembled, adapted, and delivered across any channel or context without starting over each time.
It will give you a practical overview of what separates reusable content from content that gets stuck in silos: the difference between structured, unstructured, and semantic content; what modular design actually looks like in practice; and why the architecture you choose today determines how flexible you can be tomorrow.
You'll leave with a clearer mental model for how to think about your content assets, IA, and the related experience design concepts, and a concrete sense of where to start.
What you'll take away:
- A practical understanding of structured, typed, and modular content
- A visual language for talking about content models across teams
- Some actionable steps you can take back to your organisation